Nick Irmo
Nick Irmo
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Marketing consultingAI marketing consultingWorkshops and speakingThe IRMO Playbook
Work
Mortgage and lendingLegal and professional servicesHR, PEO and B2B SaaSFranchise and multi-locationSenior care and healthcareE-commerce and retailCreative and videoAlpha Mortgage CorporationGuaranteed RateAmplify HR ManagementGordon Law Group & Gordon TaxUnilever · Dove
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Zero-click marketingAI search and AEOMarketing leadershipAI tools and stacksBrand love is not a KPIWhat a fractional CMO costs in 2026, with my actual ratesClaude chat, Claude for work, and Claude CodeFractional CMO or marketing consultant? What the titles mean, and why I use one of them
Resources
Guides and templatesTalk decksZero-click mini-courseBooks on AmazonThe 2026 AI Marketing Toolkit100 AI Prompts for ChatGPT and ClaudeWhat the F*ck Is a Fractional CMO?When You Should Vendor Out Your MarketingHow to Sell Your Story
About
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Contact
Senior care and healthcare · marketing consultant

Senior care marketing for the family deciding tonight and the clinician referring tomorrow.

Marketing Director across five senior-care and medical brands: a 10-person in-house creative team built from scratch, the Bowes In Home Care site and product catalog, a DME e-commerce launch, and a medical-equipment franchise with a record sales month.

See pricing
What usually needs fixing

The three problems I see first.

01

Two audiences, one message

Adult children searching at midnight and discharge planners referring at noon need different proof. Most sites speak to neither.

02

Local search is the whole game

A family does not compare agencies nationally. Reviews, Google Business Profiles and location pages decide who gets the call.

03

Creative done by committee

Outsourced video, design and web for every brand costs more than a team and moves slower than the market.

The IRMO Playbook, applied

How the four moves run in senior care.

The playbook
I

Identify

audit local search presence by location, review velocity, referral sources and the content each audience actually sees.

R

Roadmap

brand-by-brand positioning, the local search and review program, the referral marketing plan for clinicians and partners.

M

Market

build the sites and catalogs, launch location pages and review generation, produce the video and print that families and referrers trust.

O

Optimize

per-location dashboards, cost per admission by source, and a creative function that outlasts the engagement.

Proof

3 case studies in senior care.

All senior care work
EmployerSenior care and healthcare2015 – 2017

In Home Personal Services & Affiliated Brands

Built a 10-person in-house creative team and led launches across five brands, including Bowes In Home Care, for a $50M+ senior care organization.

10person creative team built
5brands led
EmployerSenior care and healthcare2015 – 2017

Bowes In Home Care

Built the Bowes In Home Care WordPress website from the ground up, including 25 product pages, as one of five brands led in the In Home Personal Services role.

25product pages built
1WordPress site, start to finish
EmployerFranchise, medical equipment2017

101 Mobility

Rebuilt paid search and consolidated vendors for a medical equipment franchise system, contributing to a record sales month.

$5.3Mrecord single-month franchise sales
$250K+annualized savings
Read and watch

The thinking behind the work.

Marketing Senior Care cover slide
Talk deck · 11 slides

Marketing Senior Care

Review the deck
Strategy · 4 minDo you know your business? The right marketing channel for ten kinds of companyA restaurant, a PEO and a Shopify store should not be marketing the same way. Which channels fit which business model, industry by industry.Storytelling · 9 minWhy your brand’s feel-good story could double your engagement, and how to craft itWhy emotional stories outperform promotion, five big-brand examples, and a practical playbook for small and local businesses with no budget.Playbook · 5 minSpeed to lead: the five CRM rules I set before any campaign goes liveMost lead problems are follow-up problems. Five rules, each one buildable in HubSpot or Salesforce in an afternoon, that stop good leads from dying in the inbox.
Questions

Senior care marketing, answered.

How is senior care marketing different from other healthcare marketing?
The buyer is rarely the patient. Adult children decide quickly and emotionally, usually on a phone, usually from a search; clinicians and discharge planners refer on trust and responsiveness. Marketing has to serve both with different content and measure them separately.
What moves the needle fastest for a home care agency?
Local search: Google Business Profiles by location, a steady review program, location pages that answer the questions families ask, and a first-response time measured in minutes.
Can you build an in-house creative team?
I designed the structure and hired the first videographer, designer and content writer for a $50M senior care organization, growing to a ten-person team that served five brands.
Do you handle franchise senior-care systems?
Yes. In Home Personal Services operated a franchise network across Illinois, Texas and Florida, and 101 Mobility is a 65-plus location franchise; both engagements were multi-location by design.
What about healthcare compliance in marketing?
HIPAA-aware content and review practices, clinical claims reviewed by clinicians, and no patient imagery without consent. The process is built so marketing never has to ask.
Other industries
Mortgage and lendingLegal and professional servicesHR, PEO and B2B SaaSFranchise and multi-locationE-commerce and retail
Next step

Agency, network or DME brand that needs a marketing lead?

Send a note No pitch deck. A reply within one business day.